FIRST IMPRESSIONS COUNT: The Power of Photography in Hospitality Marketing
in the competitive world of hospitality, where every property strives to stand out, the importance of first impressions cannot be overstated
FROM BROWSING TO BOOKING: Crafting a Social Media Funnel for Hospitality Success
Crafting an effective social media funnel is essential to guide users seamlessly from initial interest to booking their stay.
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CAVA CONCIERGE: Meet Natalie Nordyke THE AESTHETICS EXPERIENCE
From Ibiza to the Willamette Valley
In the age of Instagram, aesthetics matter more than ever 13 A Day of Creative Collaboration at Lady Hill Winery
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UNWINDING IN OREGON: A Blend of Business & Leisure
Arriving at The Ocean Lodge, I was immediately struck by its idyllic setting along the Oregon coast.
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A NOT SO SECRET: Speakeasy Hidden Beneath The Monarch Hotel
Live music, fine dining and exception service at The Underground.
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MARKETING TIP: Email Marketing is Not Dead
Most businesses fail with their email marketing efforts because they do not have a clear strategy in place
From the Founder
Could we talk about my why? Why am I here, leading KC Creative, Salem, Oregon's freshest marketing and social media consulting agency? Rewind to 2020, which started as one of the most promising years for many of us. Remember those days? I kicked off the year by attending major conferences for my work in hospitality and competing in the national United States of America's pageant in Las Vegas. Then, the unexpected happened – a global pandemic struck
Suddenly, my identity as Kara, Director of Sales & Marketing, an accomplished professional in the hospitality industry, vanished With job losses came the disappearance of volunteer roles tied to that career Who was I without my title, salary, and glamorous industry events? Like many peers, I felt adrift, mourning the abrupt end of our careers
Amidst two days of self-reflection and lamenting what once was, I had an epiphany I'd always dreamt of owning my own business, leveraging my expertise from 15 years in hospitality sales and marketing. Yet, fear held me back – the allure of a stable income, bonuses, travel perks, and benefits. But did I truly need all those trappings? Did I dare to chase my passion despite the uncertainties?
It took a week post-furlough notice for clarity to dawn. With nothing to lose, my family and I escaped to Central Oregon for a much-needed break There, amidst nature's beauty, I made a bold move I officially registered KC Creative, LLC as a business, crafted a solid marketing and business strategy, and announced my venture into entrepreneurship – all amid a pandemic
So, here I am, Kara Alicia, founder of KC – driven, passionate and ready to grow!
Kara Alicia
founder
First Impressions Count
BY KARA ALICIA PHOTOGRAPHY BY KC CREATIVE LLC
The Power of Photography in Hospitality Marketing
In the competitive world of hospitality, where every property strives to stand out, the importance of first impressions cannot be overstated From the moment a potential guest encounters a property, whether through a website, social media platform, or online listing, they begin to form perceptions that will influence their decision-making process In this digital age, where visual content reigns supreme, photography emerges as a powerful tool for capturing attention, evoking emotions, and shaping narratives
BY KARA ALICIA | PHOTOGRAPHY BY KC CREATIVE LLC
CLIENT: COLUMBIA GORGE HOTEL & SPA
Photography goes beyond mere aesthetics; it serves as a storytelling medium that invites viewers into a world of possibilities Compelling images have the power to convey the unique ambiance, personality, and allure of a property, evoking emotions and inspiring wanderlust in viewers Whether it's showcasing the stunning vistas of a mountain retreat, the intimate charm of a boutique hotel, or the vibrant energy of a bustling cityscape, photography plays a crucial role in shaping the narrative of hospitality experiences.
Successful hospitality marketing is about more than just showcasing physical spaces; it's about creating memorable experiences that resonate with guests on a deeper level Photography plays a key role in crafting these experiences by capturing candid moments, behind-the-scenes glimpses, and immersive details that invite viewers to become part of the story Whether it's showcasing the culinary delights of a restaurant, the luxurious amenities of a resort, or the personalized service of a boutique hotel, photography has the power to evoke emotions and foster connections with customers.
BY KARA ALICIA | PHOTOGRAPHY BY KC CREATIVE LLC
VENUE: CYPRESS AT THE ATTICUS HOTEL
In today's digital landscape, social media platforms have become indispensable tools for amplifying the impact of photography in hospitality marketing. Platforms like Instagram, Facebook, and Pinterest provide opportunities for businesses to showcase their visual content, engage with audiences, and drive bookings. By mastering the art of storytelling through visual content, businesses can build brand awareness, foster customer loyalty, and drive conversions
Photography plays a crucial role in shaping perceptions and influencing consumer behavior throughout the guest journey From the initial research phase to the booking process and beyond, captivating imagery can capture the attention of potential guests, inspire them to learn more about a property, and ultimately compel them to make a reservation By investing in high-quality photography that reflects the unique identity and offerings of a property, businesses can create compelling first impressions that set them apart from the competition.
The power of photography in hospitality marketing cannot be overstated. From shaping first impressions to creating memorable experiences and fostering meaningful connections with customers, photography plays a transformative role in the success of hospitality businesses. By harnessing the storytelling potential of visual content and leveraging social media platforms to amplify their reach, businesses can elevate their brand image, engage with customers, and drive bookings in today's competitive landscape
BY KARA ALICIA | PHOTOGRAPHY BY KC CREATIVE LLC
CLIENT: COLUMBIA GORGE HOTEL & SPA
to Booking
Social media has emerged as a pivotal tool for hospitality businesses to entice, engage, and convert potential guests Crafting an effective social media funnel is essential to guide users seamlessly from initial interest to booking their stay
Understanding your target audience is paramount. Research their demographics, preferences, and behaviors to tailor your content and messaging accordingly. Compelling visual content, including captivating photographs and immersive videos, showcases your property's unique charm and attractions, capturing the attention of potential guests
BY KARA ALICIA | PHOTOGRAPHY
BY KC CREATIVE LLC
CLIENT: COURTYARD BY
MARRIOTT PASCO TRI-CITIES
Crafting a Social Media Funnel for Hospitality Success
Storytelling is key to forging emotional connections Share authentic narratives, behind-the-scenes insights, and guest testimonials to humanize your brand and build trust By creating relatable content, you inspire potential guests to envision themselves experiencing the hospitality and allure of your property. Every piece of content should serve a purpose – driving bookings. Incorporate clear calls-to-action (CTAs) like "Book Now" or "Learn More" to prompt users to take action. Direct them to your website or booking platform to facilitate seamless conversions.
Nurturing relationships is vital. Stay active on social media, responding to comments, sharing user-generated content, and posting updates to keep your property top of mind By maintaining engagement, you foster ongoing connections with potential guests, encouraging them to choose your property for their stay
Track and analyze your social media performance to refine your strategy Monitor metrics such as engagement rates and booking conversions to gauge effectiveness Use insights to optimize your content and maximize return on investment Team KC Creative uses software, called Sprout Social, that assists with pulling all of this important data
A well-crafted social media funnel is instrumental in driving bookings and enhancing revenue for hospitality businesses By understanding your audience, creating compelling content, incorporating clear CTAs, and nurturing relationships, you can guide potential guests from browsing to booking, ensuring a seamless and memorable experience.
The Aesthetic Experience
BY KARA ALICIA | PHOTOGRAPHY BY KC CREATIVE LLC
In the age of Instagram, aesthetics matter more than ever. From cozy cafes to chic boutiques, businesses are harnessing the power of visual appeal to attract and engage audiences on social media. If you're looking to elevate your social media presence and create insta-worthy spaces that captivate your audience, then it's time to master the art of styling for the 'Gram
First impressions count, and your space should be a reflection of your brand's personality and values Think about the vibe you want to convey – whether it's cozy and inviting or sleek and sophisticated – and infuse it into every aspect of your decor From color schemes and furniture choices to lighting and decor accents, every detail should contribute to the overall aesthetic experience
How to Style Your Space for
the 'Gram
When it comes to styling for the 'Gram, lighting is everything Natural light is your best friend, so maximize it wherever possible Position your furniture and props to make the most of natural light sources, and consider adding mirrors to bounce light around and create a bright, airy atmosphere Soft, diffused lighting can also add warmth and ambiance to your space, making it more inviting and photogenic.
The devil is in the details, so don't overlook the little things that can make a big difference in your space. Incorporate eye-catching elements like statement artwork, unique textures, and lush greenery to add visual interest and personality to your decor Experiment with different patterns, materials, and accessories to create a dynamic and Instagramworthy backdrop for your photos
When styling for the 'Gram, it's important to strike the right balance between aesthetics and functionality. Your space should not only look good but also be practical and comfortable for your guests. Choose furniture and decor pieces that are both stylish and functional, and arrange them in a way that encourages interaction and engagement
Finally, don't forget to curate your space with Instagram in mind. Think about how your space will translate into photos and videos, and consider incorporating Instagram-friendly features like photogenic backdrops, selfie spots, and Instagrammable props Encourage guests to share their experiences on social media by creating memorable moments and photo opportunities throughout your space
IStyling your space for the 'Gram is all about creating an aesthetic experience that captivates and delights your audience By infusing your space with personality, maximizing natural light, paying attention to detail, and curating Instagram-friendly features, you can elevate your social media presence and create insta-worthy spaces that leave a lasting impression on your guests. So get creative, have fun, and start styling for the 'Gram today!
Vineyard Visions
BY KARA ALICIA | PHOTOGRAPHY BY KC CREATIVE LLC
CLIENT: COLUMBIA GORGE HOTEL & SPA
SPRING/SUMMER 24
CAVA CONCIERGE
HEY THERE HOSPITALITY HUSTLERS!
CAVA CONCIERGE HERE WITH MY SIPS AND TIPS.
Sips; all things wine particularly from my native Willamette Valley AVA here in Oregon, and Tips on all things Hospitality.
I´ve been on both sides of that Reception desk, and I´ve stayed in all sorts of accommodations. I´m talking Hostels in Barcelona, damp, street-level Air BnB´s in Naples, Five Star Shangri-La in Bangkok and a luxurious overwater bungalow on Bora Bora so sí. Travel also means dining. I ve been in tiny bars and exclusive immersive dinners exploring my way through it all taking note of what´s good and what ´ s unforgettable
I´m gonna say it: I´m an expert on service and hospitality Not much goes unnoticed when I enter a hotel or restaurant I understand the importance it holds for millions around the globe as consumers and business owners alike, so let me give you my first tip
TIP:DON´TLETYOURFABULOUSMARKETING
OUT-SELLYOURTEAM´SABILITIES!
A client came to the Concierge desk looking embarrassed, “Hi My assistant packed my luggage but forgot to pack my underwear Can we send someone to town? Calvin Kleins Size Medium ”
I was the tri-lingual Head Concierge at a four-star resort in Ibiza, Spain. I intentionally greeted this client upon check-in to assure myself his airport pick-up had gone smoothly; a complimentary benefit of the Suite + Pool room Only our team knew he may have paid triple this particular weekend because the hotel was fully booked High season rates, world-class photography, and great popularity were selling my resort as a five-star and all the five-star amenities a “five-star client” would be accustomed to
The best I could do was book an expensive chauffeur to take him shopping at his own expense, though the client had definitely not wanted to go through the trouble himself I´d wager he would have preferred to enjoy his exclusive “Suite + Pool” and the now sweating bottle of Laurent-Perrier on his bedside
Though fantastic marketing may help attract clients, be careful not to out-sell what your business and staff can provide. One disappointed client can undo months of marketing & positive reviews.
ASK CAVA @CAVACONCIERGE (IG)
Ask Cava for a pro-tip at your next hotel room Check-In, her top dining experiences or a Willamette Valley winery to visit & why
A Day of Creative Collaboration at Lady Hill Winery
Our visit to Lady Hill Winery in St Paul, Oregon, was a beautiful journey into rustic charm and exquisite wine. From the tasting room patio, we were treated to the sight of pigs roaming the fields, adding a touch of rural authenticity to the serene landscape. As we sipped on some of the finest wines the region has to offer, the occasional cluck of chickens wandering around us added a whimsical element to the experience The winery's setting, with its harmonious blend of nature and agriculture, provided a perfect backdrop for creating content that truly captures the essence of country living
The team at Lady Hill Winery was nothing short of charismatic, their passion for winemaking evident in every interaction. They guided us through a tasting journey that showcased their exceptional range of wines, each sip a testament to their dedication and expertise. Their stories, enthusiasm, and warm hospitality made us feel like part of the Lady Hill family. The combination of stunning surroundings, superb wine, and engaging hosts made our content creation both enjoyable and effortless, reflecting the unique and inviting spirit of Lady Hill Winery
THE OCEAN LODGE IN CANNON BEACH, OREGON
PHOTO COURTESY OF KC CREATIVE
A Blend of Business & Leisure
Arriving at The Ocean Lodge, I was immediately struck by its idyllic setting along the Oregon coast. As a small business owner, I had initially planned this trip as a leisurely escape, but little did I know it would evolve into a perfect blend of work and relaxation
The Ocean Lodge quickly became one of my top places to stay in Oregon Not only did it boast stunning views from every room, but the service was unparalleled. Each evening, the hotel hosted a complimentary wine reception for guests, though I opted to explore the local dining scene instead
Engaging with the hotel staff, I was pleasantly surprised when offered a ride in their vintage 1957 Bel Air, serving as their unique hotel shuttle It was a charming touch that set the tone for my stay.
Venturing out, I discovered Public Coast Brewing Co., a hidden gem known for its cozy fireside dining and delicious cuisine Indulging in a wedge Caesar salad, I relished the opportunity to immerse myself in the laidback coastal atmosphere
Unwinding in Oregon
BY KARA ALICIA PHOTOGRAPHY BY KC CREATIVE
“It was a charming touch that set the tone for my stay.”
But it was the small gestures that truly made my stay memorable From the hotel's beach fire building service to the unexpected door side night caps delivered to my room, every detail was thoughtfully curated to enhance my experience.
Returning to my room, I surrendered to the allure of a jetted tub, indulging in a moment of self-care and relaxation. The discovery of heated bathroom floors added an extra touch of luxury, elevating my stay to new heights
Reflecting on my day, I realized that amidst the demands of entrepreneurship, there are moments of leisure waiting to be savored. In the tranquil setting of The Ocean Lodge, I found a sanctuary where work seamlessly intertwined with pleasure, creating an unforgettable journey of discovery and rejuvenation
MUSIC, FINE DINING, AND EXCEPTIONAL SERVICE
Embark on a culinary adventure at The Underground, where each dish blends tradition with contemporary flair, promising a dining experience unlike any other
a hidden dining experience
Descending the narrow staircase insideThe Monarch Hotel in Clackamas, Oregon, you feel a surge of anticipation as the sounds of muffled jazz grow louder. The Underground, a speakeasy-themed restaurant, welcomes you with its dimly lit, intimate space that perfectly evokes the 1920s. The décor, featuring exposed brick walls, vintage chandeliers, and plush velvet seating, sets a sophisticated yet cozy atmosphere The bar, adorned with an array of spirits, and the staff, dressed in period-appropriate attire, add to the authentic feel of this hidden gem
The highlight of your evening is undoubtedly the live music, with a talented jazz trio filling the room with smooth, melodic tunes The menu offers a delightful selection of classic American fare with a modern twist You indulge in a delectable starter, followed by a perfectly cooked entrée with a rich and flavorful sauce The flavors are bold yet balanced, and the presentation is elegant without being pretentious To cap off the meal, you can't resist a decadent dessert, a treat that perfectly complements the enchanting ambiance.
No visit to The Underground would be complete without experiencing their traditional table-side absinthe ritual. The server performs the ritual with great care, slowly dripping ice-cold water over a sugar cube balanced on a perforated spoon, causing the absinthe to louche and release its aromatic compounds. The resulting drink is a fitting finale to an evening steeped in elegance and sophistication
Your evening at The Underground is a magical journey through time, celebrating the glamour of the 1920s with exceptional hospitality, exquisite cuisine, and enchanting live music
Marketing Tip: Email Marketing is Not Dead
Most businesses fail with their email marketing efforts because they do not have a clear strategy in place They may not have a well-defined target audience, or they may not be sending relevant or valuable content to their subscribers They also may not be using best practices for email design and deliverability, which can lead to low open and click-through rates. However, it's not too late to implement an email marketing strategy. By identifying your target audience, creating valuable content, and following best practices for email design and deliverability, you can improve your chances of success with email marketing.
Here are some email marketing tips for businesses:
Segment your email list: Divide your email list into groups based on demographics, behavior, or other criteria. This will allow you to send targeted, relevant messages to different segments of your audience.
Personalize your emails: Use the recipient's name in the subject line and body of the email to make it feel more personal
Test and optimize: Experiment with different subject lines, sending frequency, and other elements to see what works best for your audience
Keep the subject line short and sweet: Use around 50 characters or less, as most email clients will cut off subject lines that are too long
Be creative with subject lines: Use numbers, emojis, questions, and other elements to make your subject line stand out in the inbox
Use action-oriented subject lines: Use subject lines that encourage the recipient to take action, such as "Save 50% on your first purchase"
Use urgency: Use subject lines that create a sense of urgency, such as "Last chance to save"
Make the subject line relevant to the content: Make sure the subject line of the email reflects the content of the email
Avoid using all caps, exclamation marks, and spam trigger words: These can cause your email to be marked as spam
A/B test your subject lines before sending them to a large audience.
To help you get started here are examples of subject lines that could help with open rates are:
"Exclusive offer for [name]"
"Don't miss out: [time-sensitive offer]"
"You're getting closer to [reward] with every purchase"
"New arrival alert: [product/category]"
"Customer appreciation sale: [discount] off"
"Happy [holiday/event]: [discount/gift]"
"Don't miss the [event/webinar] today"
Keep in mind that what works for one business may not work for another and it is always a go different approaches and see what works best for your specific audience and industry
